Conversion rate: Definition

The average number of conversions per ad click, shown as a percentage.

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad clicks that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 clicks, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

If you're tracking more than one conversion action, or you choose to count "Every" conversion, your conversion rate might be over 100% because more than one conversion can be counted for each click.

Use conversion tracking in your account to measure your conversion rates and ultimately use them to help guide your advertising decisions.